02-Gender Differences in Hong Kong Adolescent CONS GREEN PURCHS BEHAVIOR

Journal of Consumer Marketing
Gender differences in Hong Kong adolescent consumers' green purchasing behavior

Kaman Lee,
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Consumer Marketing, Vol. 26 Issue: 2, pp.87-96, https://doi.org/10.1108/07363760910940456
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Gender differences in Hong Kong adolescent
consumers’ green purchasing behavior
Kaman Lee
School of Journalism and Communication, Chinese University of Hong Kong, Shatin, Hong Kong
Abstract
Purpose – This paper aims to examine how gender differs in environmental attitude, environmental concern, perceived seriousness of environmental
problems, perceived environmental responsibility, peer influence, self identity in environmental protection and green purchasing behavior in Hong Kong
adolescent consumers.
Design/methodology/approach – A total of 6,010 (2,975 males and 3,035 females) adolescents in Hong Kong were recruited through multi-staged
random sampling. Surveys were distributed through 48 high schools in Hong Kong.
Findings – Female adolescents scored significantly higher in environmental attitude, environmental concern, perceived seriousness of environmental
problems, perceived environmental responsibility, peer influence and green purchasing behavior than male adolescents in Hong Kong. In contrast, male
adolescents’ average score on self-identity in environmental protection was significantly higher than that of the female adolescents.
Research limitations/implications – A major limitation lies in the self-reported nature of survey used in the study. Future study should include some
objective assessments (such as observations or other-reported survey) of the subjects’ green purchasing and environmental behaviors.
Practical implications – This study should provide a useful source of information for international green marketers in Hong Kong. Hong Kong female
adolescents constitute a potentially good market for green products. Marketing messages targeting this group should use emotional appeals,
emphasize individual responsibility to protect the environment, and facilitate peer networking to spread good word-of-mouth.
Originality/value – This paper offers practical guidelines to international green marketers who are planning to target the Asian markets.
Keywords Hong Kong, Adolescents, Consumers, Green marketing, Gender
Paper type Research paper
An executive summary for managers and executive West, consumers in Hong Kong are just at the stage of green
readers can be found at the end of this article. awakening. Recently, the government and citizens of Hong
Kong have started to realize the seriousness of the
environmental threats, and the hazardous economic and
Introduction
health problems that result from them. The society as a whole
Western studies have evidenced that consumers in the USA is more ready and willing than before to respond to appeals
and Western Europe are growing more environmentally- based on “green” issues (Yeung, 2005). Emerging markets for
conscious in the past decade (e.g. Curlo, 1999). Recently, environmental products, services, and technologies in Hong
green consumerism has started to gradually emerge in the Kong mean promising opportunities for international green
Asian regions (Gurău and Ranchhod, 2005). Asian marketing.
consumers have recently become one of the primary targets Despite the unprecedented potential of the Hong Kong
for international green marketers for the following reasons: market, as well as other Asian markets, for green products,
.
consumers in Asian societies are increasingly becoming very little is known about consumers’ green buying behaviors
conscious to the alarming environmental problems in this region. International green marketers have expressed
(Harris, 2006); and that the unavailability of market information in foreign
.
the fast-growing economies in Asia has led to a vigorous countries often becomes a major hindrance to the success of
rise of financially-empowered consumers across Asia who international expansion of their green products (Gurău and
are willing to spend more than previous generations (Li Ranchhod, 2005). Without sufficient market information in
and Su, 2007). Asian countries, many international green marketers fail to
practice effective market segmentation in their marketing
Like many Asian cities, Hong Kong suffers from dangerously
strategies (Keegan and Green, 2000).
high levels of air pollution, poor water quality, high levels of
An even more rarely-explored topic is young consumers’
exposure to severe traffic noise, high levels of garbage disposal
green buying behaviors and factors that affect them. Indeed,
and rapidly diminishing landfill space (Civic Exchange,
adolescents constitute a large citizen group with the potential
2007). Compared with what has been happening in the
for constructing a powerful collective force in society for
environmental protection. Past studies have found that young
The current issue and full text archive of this journal is available at people are more ready than older generations to accept new
www.emeraldinsight.com/0736-3761.htm and innovative ideas (Ottman et al., 2006). Supporters of
environmental protection tend to be younger in age
(Martinsons et al., 1997). Given the anticipated life span of
Journal of Consumer Marketing this age group, the cultivation of its green purchasing behavior
26/2 (2009) 87– 96
q Emerald Group Publishing Limited [ISSN 0736-3761]
may reinforce behavioral commitment for a half-century or
[DOI 10.1108/07363760910940456] more.
87
Hong Kong adolescent consumers’ green purchasing behavior Journal of Consumer Marketing
Kaman Lee Volume 26 · Number 2 · 2009 · 87 –96
As such, this paper attempts to supplement existing educational attainment, political ideology, ethnicity, gender
Western-based studies by examining the gender differences and value orientation have been found to have robust,
in green buying behaviors among adolescent consumers in consistent effects on environmental concern over time across
Hong Kong. Regarding the issues of gender difference in different surveys and samples (Xiao and McCright, 2007).
green purchase perception and behavior, many questions are Later studies investigated the effects of environmental
still pending for answers. Not the least of which are: concern on behavioral intentions and behavior. For
. Can males and females be treated as identical segments in instance, Bang et al. (2000) found in their study that
the process of green purchase action? consumers who were more concerned about the environment
. Do they have similar motivations in engaging in green expressed more willingness to pay more for renewable energy
purchasing behavior? than those who were less concerned about the environment.
. Do they have the same interests and preferences in Existing studies have evidenced that women are more
environmental values and action? concerned about environmental issues than are men (Mostafa,
2007). Zelezny et al. (2000) have found that the display of
Past studies in Western cultures have found gender differences gender difference in environmental concern could begin at as
in environmental perceptions, values and actions (e.g. Agarwal, early as the primary-school age. Theoretical explanations for
2000). However, this issue has rarely been examined in an gender difference include the socialization of gender role
Asian context. The aim of this research is to fill this void by (Zelezny and Bailey, 2006) and value orientation (Stern et al.,
examining gender differences in Hong Kong adolescents 2005). Specifically, socialization theory postulates that because
consumers’: environmental attitude, environmental concern, women are socialized to be more interdependent,
perceived seriousness of environmental problems, perceived compassionate, nurturing, cooperative, and helpful in care-
environmental responsibility, self-identity in environmental giving roles than men, women should have a stronger ethic of
protection, peer influence and green purchasing behavior. care for others, including the environment, when compared to
men (Zelezny and Bailey, 2006). Other scholars try to explain
Literature review the gender difference in environmental concern by using value
orientation, claiming that women have stronger biospheric
Environmental attitude orientations (focusing on values that emphasize the environment
In existing literature, environmental attitude is commonly and the ecosystem) than men (Stern et al., 2005). Thus:
understood as a cognitive judgment towards the value of
environmental protection. Contrasting results have been H2. Female adolescent consumers would show higher
found between environmental attitude and behavior. environmental concern than their male counterparts
Specifically, while some researchers have claimed a positive in Hong Kong.
correlation between environmental attitude and
environmental behavior (e.g. Kotchen and Reiling, 2000), Perceived seriousness of environmental problems
others have concluded that the relationship is either moderate Past studies on perceived seriousness of environmental
or tenuous (e.g. Davis, 1995). The contradictory results in problems mainly focused on finding out subjects’ perception
studies of the relationship between environmental attitude of the most serious problems, how serious they thought the
and behavior suggest that: problems were, and how subjects from different cultures
.
further studies are needed to confirm the relationship perceived the issue differently (Dunlap, 1994). In general,
between environmental attitude and behavior; sewage treatment, water quality, and air quality are most likely
.
a previous assumption that individuals’ cognition to be viewed as very serious local community problems.
(attitude) will alter their behavior is challenged; and Residents in Asian countries rate these problems as more
.
focus may need to be re-geared to other possible variables serious than do those who live in Western nations. Overall,
that may better predict environmental behavior. Asian residents tend to perceive their local environments
Tikka et al. (2000) have evidenced in their Western sample that much more negatively than do their Western and European
females express more positive attitudes towards the counterparts (Dunlap, 1994).
environment than males do. Zelezny et al. (2000) provide Recently, some scholars have examined the effects of mass
additional evidence that women report stronger environmental media on audience’s perceived seriousness of environmental
attitudes than men across age and across 14 countries hazards. Moser and Uzzell (2003), for instance, contend that
(Argentina, Canada, Columbia, Costa Rica, the Dominican the media’s interpretation of pollution levels have an effect on
Republic, Ecuador, El Salvador, Mexico, Panama, Paraguay, audience’s perception of the seriousness of the pollution
Peru, Spain, the United States and Venezuela). Referencing problems. However, few studies have examined gender effects
from existing literature, it is thus hypothesized that: on perceived seriousness of environmental problems. A study
on perception of environmental risks suggests that women
H1. Female adolescent consumers would express more reported higher perceived vulnerability to risks from global
positive environmental attitude than male adolescent warming and hazardous wastes than men did (Bord and
consumers in Hong Kong. O’Connor, 1997). In addition, women were found to be more
concerned about the negative outcomes of environmental
Environmental concern damage than were men (Bord and O’Connor, 1997).
Environmental concern refers to an affective attribute that can Referencing from existing literature on gender difference in
represent a person’s worries, compassion, likes and dislikes risk perception, it is hypothesized that:
about the environment (Yeung, 2005). Early studies in H3. Hong Kong female adolescent consumers would
environmental concern mainly examined the predictability of perceive the environmental problems as more serious
demographic variables to environmental concern. Age, than male adolescent consumers.
88
Perceived environmental responsibility purchasing decision. Past gender studies have found that
Recent reports have found that people in Hong Kong have compared to males and their same-sex friends, female circles
acquired more environmental knowledge and awareness of stress more on equality, harmony and connections (Zelezny
environmental problems over the last decade (Lai, 2000). et al., 2000). As such, females are found to be more
However, their sense of individual responsibility in susceptible to conformity pressure (Chen-Yu and Seock,
environmental protection is still generally weak. On one 2002). In fact, Agarwal (2000) contends that females’ social
hand, they expect more proactive public policy from the networking should constitute an important basis for
government to eradicate the environmental problems. On the environmental collective force. Thus:
other hand, they are hesitant to make individual sacrifices to H5. Hong Kong female adolescent consumers would be
cooperate with the government’s policy (Lai, 2000). more susceptible to peer influence on green-
Zelezny et al. (2000) have evidenced in their study that purchasing behavior than male adolescent consumers.
compared to males, females had higher levels of perceived
personal responsibility towards environmental protection.
The norm activation model (Schwartz, 1977), which is Self-identity in environmental protection
originated in the social psychology context, is often used to Hormuth (1999) contends that acts have symbolic functions
explain gender difference in perceived environmental and meanings for a person and the acquisition of certain acts
responsibility. The model suggests that altruistic helping may be done to obtain a certain status, create an impression
behavior is most likely to occur when individual are aware of upon others, or acquire an identity for the self. Because
harmful consequences (awareness of consequences – AC) environmental behavior is a special kind of altruistic act, it
and feel responsible for these consequences (ascribed carries symbolic functions and can be used for self-identity
responsibility – AR). In a sense, environmental behavior formation or self-presentation to others who one is (Hopper
carries an altruistic meaning, whereby individuals may need and Nielsen, 1991). Recently, some scholars have provided
to have a strong “other” orientation and willingness to evidence suggesting that the self-identity dimension can be a
sacrifice their time/ preferred activities to protect the useful in studying motivations to behave environmentally (e.g.
environment for the long-term benefits of the earth and Mannetti et al., 2004; Stets and Biga, 2003). For instance,
human race. Since it has been documented that females tend Mannetti et al. (2004) have found that an individual’s
to have a stronger ability to take the role of a conceptualized personal identity of being an environmentally-responsible
person contributes significantly to the explanation of
others (i.e. other orientation) (Gough, 1994) and a stronger
intentions to recycle.
social “ethic of care” to take responsibility for alleviating
Identity exploration is most salient in adolescence (Sharp
problems in the world (Gilligan, 1982), it is posited that:
et al., 2007). In recent studies on identity formation, it is
H4. Female adolescent consumers would personally hold found that individuals engage in self-defining activities (i.e.
more environmental responsibility than male those activities that individuals identify as being important to
adolescent consumers in Hong Kong. who they are) to explore, develop and reflect their own
identities (e.g. Waterman, 2004). According to Coatsworth
et al. (2005), the activities that are most significant to identity
Peer influence development are those that provide a sense of special
Peer group constitutes an imperative part of an adolescent’s meaning, importance or self-actualization to the individuals.
social context (Brown, 1990). Researchers have suggested In this regard, environmental behaviors could be considered
that peers influence each other by several ways: as potentially self-defining activities because they often carry
.
as reinforcing and punishing agents (Lamb et al., 1980); the symbolic meanings of morality, unselfishness, other- or
.
as modeling agents (Sagotsky and Lepper, 1982); nature-orientation and eco-aspirations. To date, gender
.
as objects for social comparisons (Shaffer, 1994); and difference in self-identity in environmental protection has
.
as value-setters for a particular idea or behavior (Shaffer, not been examined. Early gender studies have suggested that
1994). males tend to use activities to establish status and respect
The social dynamic in which individuals affiliate with others whereas females tend to use activities to express harmony and
by displaying similar attributes is called homophily (Ryan, equality (Tannen, 1990).
2001). Homophily of peer group values and behaviors has R1. Is there any gender difference in self-identity in
been found in reported frequency of smoking, drinking, drug environmental protection among Hong Kong
use, and dating (Urberg et al., 1997). Besides risk-taking adolescent consumers?
behaviors, homophily in peer groups has also been found for
positive traits such as GPA, college aspirations, time spent on
Green purchasing behavior
homework, general engagement in schoolwork, academic
Green purchasing behavior refers to the consumption of
motivation and achievement as well as prosocial behaviors
products that are:
(Ryan, 2001). .
benevolent/ beneficial to the environment;
Chen-Yu and Seock (2002) have found that conformity is a . recyclable/ conservable; or
significant motivation to purchase certain clothing among .
sensitive/responsive to ecological concerns (Mostafa,
adolescents. In making a purchase decision, adolescent
2007).
consumers’ choice is often made in accordance with peer
group opinions (Lascu and Zinkhan, 1999). Despite the Past studies have put focus on examining what factors affect
established link between general purchasing behavior and peer environmental behavior in general (e.g. household,
influence, little has been done to investigate how gender environmental group joining etc) (e.g. Johnson et al., 2004).
affects individuals’ susceptibility to peer influence on green These studies suggest that environmental attitude, affect,
89
knowledge and memory could be important determinants of Reliability of this subscale was 0.84.
eco-friendly behavior (Chan, 2001). Five items were developed to examine each participant’s
Comparatively speaking, existing literature on environmental degree of perceived seriousness of environmental problems.
behavior has paid less specific attention to green purchasing They were:
behavior. Chan (2001) has evidenced the effects of Chinese 1 “How serious do you think the environmental problems in
adult consumers’ man-nature orientation, degree of HK are?”;
collectivism, ecological affect and ecological knowledge on 2 “How urgently, in your opinion, do HK’s environmental
their attitudes toward green purchases and purchase intent. problems need to be dealt with?”;
However, actual green purchases were not examined. To date, 3 “I think HK’s environmental problems are worsening”;
little is known about the gender effect on green purchasing 4 “HK’s environmental problems are threatening our
behavior among Hong Kong adolescent consumers. health”; and
Referencing from existing Western literature, which evidenced 5 “HK’s environmental problems are threatening the
that women reported significantly more participation in general reputation of HK”.
environmental behavior and specific green consumption than
men (Maineri et al., 1997), it is posited that: Reliability of this subscale was 0.85.
Seven items were developed to examine participants’ degree
H6. Hong Kong female adolescent consumers would of perceived environmental responsibility. They were:
engage in green purchasing behavior more than their 1 “I should be responsible for protecting our environment”;
male counterparts. 2 “Environmental protection is the responsibility of the HK
Government, not me”;
Methodology 3 “Environmental protection is the responsibility of
environmental organizations, not me”;

Subjects 4 “Environmental protection starts with me”;
A total of 6,010 (2,930 males and 3,035 females) adolescents 5 “I have taken responsibility for environmental protection
in Hong Kong participated in the present study. The mean since I was young”
age was 14.35 years old with a standard deviation of 3.13 6 “How much responsibility do you think you have in
years. Among the participants, 54.6 per cent (n ¼ 3284) of protecting the environment in HK?” and
them were Grade 7 to 9 students, 35 per cent (n ¼ 2106) 7 “How willing are you to take up the responsibility to
of them were Grade 10 to 11 students, 9.9 per cent (n ¼ 597) protect the environment in HK?”
of them were Grade 12-13 students, and the remaining 0.4
per cent (n ¼ 23) of them were unidentified. Items 2 and 3 were reverse-coded. Reliability of this subscale
was 0.86.
Measures Self-identity in environmental protection was measured
Five-point Likert type scales were used in all measures. They using a three-item scale. Participants were asked to indicate
either ranged from 1 ¼ never to 5 ¼ always; 1 ¼ strongly their response to the following questions:
disagree to 5 ¼ strongly agree or 1 ¼ not at all to 5 ¼ very 1 “Supporting environmental protection makes me feel that
much. I’m an environmentally-responsible person”;
Environmental attitude was measured using seven items. 2 “I feel proud of being a green person”; and
Subjects were asked to indicate their response to the following 3 “Supporting environmental protection makes me feel
statements: meaningful.”
1 “It is essential to promote green living in HK”;
2 “Environmental protection works are simply a waste of Reliability of this subscale was 0.75.
money and resources”; Six items were developed to examine participants’ social
3 “I strongly agree that more environmental protection context in environmental protection. They responded on:
works are needed in HK”; 1 how much they learned about environmental issues from
4 “Environmental protection issues are none of my their friends;
business”; 2 how often their friends discussed w environmental issues/
5 “I think environmental protection is meaningless”; products with them;
6 “It is unwise for HK to spend a vast amount of money on 3 how often their friends recommended environmentally-
promoting environmental protection”; and friendly products to them;
7 “It is very important to raise environmental awareness 4 how often they went shopping for green products with
among HK people.” their friends; and
5 how often they shared with each other about green
Items 2, 4, 5, and 6 were reverse-coded. Reliability of this product experiences and information.
subscale was 0.87.
Four items were developed to examine participants’ degree Reliability of this subscale was 0.87.
of environmental concern. They were: Green purchase behavior was measured using the following
1 “Hong Kong’s environment is a major concern”; items:
2 “ I would say I am emotionally involved in environmental .
“I often buy organic products”;
protection issues in HK”; .
“I often buy products that are labeled as environmentally-
3 “I am worried about the worsening of the quality of HK’s safe”;
environment”; and .
“I often buy products that are against animal-testing”;
4 “I think about how the environmental quality in HK can .
“I often buy products that contain no or fewer chemical
be improved”. ingredients”;
90
.
“When I consider buying a product, I will look for a Significant predictors of green purchasing behavior
certified environmentally-safe or organic stamp”; among male adolescent consumers
.
“I often buy products that support fair community In order to identify significant predictors of green purchasing
trades”; and behavior among male adolescent consumers, simultaneous
.
“I often buy products that use recycled/ recyclable multiple regression was conducted. The model containing all
packaging.” six factors was significant, R2 ¼ 0.45, F(6, 2905) ¼ 400.45,
p , 0.001. Among the six factors, perceived seriousness of
Reliability of this subscale was 0.85. environmental problems was found to be a non-significant
predictor of green purchasing behavior among male
adolescent consumers (b ¼ 20.02, n.s.). The predictability
Procedures of the five variables was in the following descending order:
A list containing all secondary schools in Hong Kong was first Peer influence (b ¼ 0.28, p , 0.001), environmental concern
obtained from the Education Department of Hong Kong. A ( b ¼ 0.27, p , 0.001), self identity in environmental
total of 202 schools were randomly selected from the list. A protection (b ¼ 0.19, p , 0.001), perceived environmental
letter was sent to the principal of each of the school with responsibility (b ¼ 0.12, p , 0.001), and environmental
objectives and procedures of the present study stated. Follow- attitude (b ¼ 0.07, p , 0.001). Table II presents the result
up calls were then made to invite their participation. A total of of the simultaneous multiple regression tested among male
48 schools agreed to participate in the present study. After the adolescent consumers.
parental consent forms were collected from the principals,
Significant predictors of green purchasing behavior
date and time were then scheduled for the survey. Students
among female adolescent consumers
were group-administered the questionnaires in one of their

Another simultaneous multiple regression was conducted to
classes. The questionnaire took approximate 15 minutes to
identify significant predictors of green purchasing behavior
complete. The questionnaire was originally in Chinese. among female adolescent consumers. The model containing
all six factors was significant, R 2 ¼ 0.44, F(6,
3016) ¼ 394.87, p , 0.001. All predictors were significant.
Findings The predictability of the six variables was in the following
descending order: Peer influence (b ¼ 0.30, p , 0.001),
Gender differences in environmental variables environmental concern (b ¼ 0.27, p , 0.001), perceived
T-tests were conducted to examine whether there were gender environmental responsibility (b ¼ 0.17, p , 0.001),
differences in environmental variables. Results showed that environmental attitude (b ¼ 0.15, p , 0.001), self identity
compared to male adolescent consumers, female adolescent in environmental protection (b ¼ 0.10, p , 0.001), and
consumers scored significantly higher in environmental perceived seriousness of environmental problems
attitude, t(5772) ¼ 2 9.78, p , 0.001; environmental (b ¼ 2 0.09, p , 0.001). Table III presents the result of the
concern, t(5863) ¼ 23.63, p , 0.001; perceived seriousness simultaneous multiple regression tested among female
of environmental problems, t(5705) ¼ 2 5.55, p , 0.001; adolescent consumers.
perceived environmental responsibility, t(5963) ¼ 2 4.84,
p , 0.001; peer influence, t(5901) ¼ 27.81; p , 0.001; and Discussion
green purchasing behavior, t(5861) ¼ 26.66, p , 0.001. In
The force of “going-green” is now extending to the Asian
contrast, male adolescent consumers reported significantly regions (Ottman et al., 2006). The present study aimed at
higher degree of self-identity in environmental protection, providing international green marketers information
t(5922) ¼ 4.95, p , 0.001. The descriptive data for male and concerning Hong Kong adolescent consumers’ green
female adolescent consumers are shown in Table I. purchasing behavior. It was found that Hong Kong female
adolescent consumers reported significantly higher degree of
Table I Means and standard deviations of environmental variables for environmental attitude, environmental concern, perceived
male and female adolescent consumers seriousness of environmental problems, perceived
Male Female
Variable M SD M SD Table II Result of the simultaneous multiple regression tested among
male adolescent consumers
1. Environmental attitude * 3.57 1.07 3.83 0.94
Variable b T
2. Environmental concern * 3.89 0.96 4.10 0.86
3. Perceived seriousness of 1. Peer influence 0.28 18.20 *
environmental problems * 3.58 1.07 3.73 0.90 2. Environmental concern 0.27 14.04 *
4. Perceived environmental 3. Self identity in environmental protection 0.19 11.12 *
responsibility * 4.12 0.70 4.20 0.65 4. Perceived environmental responsibility 0.12 7.81 *
5. Peer influence * 3.80 0.97 3.99 0.91 5. Environmental attitude 0.07 4.12 *
6. Self identity in environmental 6. Perceived seriousness of environmental
protection * 3.22 1.15 3.08 1.09 problems 20.02 21.38
7. Green purchasing behavior * 2.10 0.70 2.89 0.64
Notes: *p , 0.001; F ¼ 400.45 *; dfs ¼ 6, 2,905; R2 ¼ 0.45; adjusted
Note. * indicates significant sex difference, p , 0.001 R2 ¼ 0.45; n ¼ 2,987
91
Table III Result of the simultaneous multiple regression tested among Male adolescents of Hong Kong scored significantly higher
female adolescent consumers in self-identity in environmental protection. Recently, scholars
have found gender difference in identity development through
Variable b T self-defining activities (Sharp et al., 2007). They assume that
1. Peer influence 0.30 19.80 * adolescents’ identity discovery and development, as well as
2. Environmental concern 0.27 14.31 * intrinsic motivation, are often facilitated in voluntary activities.
3. Perceived environmental responsibility 0.17 9.82 * In a sense, green purchasing behavior is a kind of voluntary
consumption activities. Results of the present study showed
4. Environmental attitude 0.15 8.60 *
that green purchasing behavior provides stronger identity
5. Self identity in environmental protection 0.10 6.80 *
experiences and sense of self-worthiness for Hong Kong male
6. Perceived seriousness of environmental problems 2 0.09 25.39 *
adolescent consumers than for their female counterparts. This
Notes: *p , 0.001; F ¼ 394.87 *; dfs ¼ 6, 31,016; R2 ¼ 0.44; adjusted may imply that while female adolescent consumers’ green
R2 ¼ 0.44; n ¼ 3,022 purchasing behavior is motivated by the intrinsic values in
environmental protection, male adolescent consumers might
need to be awarded by a sense of “feeling great” about
environmental responsibility, peer influence and green themselves during and after the green purchasing acts.
purchasing behavior than their male counterparts. Multiple regressions showed that the top three predictors of
Gender socialization theory posits that behavior is predicted green purchasing behavior among Hong Kong female
by the process of socialization whereby individuals are shaped adolescent consumers were: peer influence, environmental
by gender expectations within the context of cultural norms concern and perceived environmental responsibility. The top
(Zelezny et al., 2000). Female children are often socialized to three predictors of green purchasing behavior among Hong
be more expressive, compassionate, nurturing, cooperative, Kong male adolescent consumers were: peer influence,
independent and helpful in care-giving roles (Davidson and environmental concern and self identity in environmental
Freudenburg, 1996). When entering into adolescence, females protection.
often start to assume responsibility for housework, child care First, peer influence was found to be the top predictor of
and family matters (Hochschild, 1989). This is especially true green purchase behavior in both Hong Kong male and female
in Chinese family in which daughters are often encouraged to adolescent consumers. This finding further consolidates the
stay indoors and help their mothers with household chores important roles of peers in adolescents’ development (Brown,
whereas sons are typically encouraged to go out and play with 1990). It also suggests that green purchasing
peers (Bond, 1996). This orientation to the private sphere and recommendations may be most effectively delivered through
motherly-role may shape females to become more concerned interpersonal communication/interaction among Hong Kong
about environmental threats to health and safety. Moreover, adolescent consumers.
since most environmentally relevant behavior takes place at The strong power of peer influence suggests a possible
home (e.g. saving of electricity, recycling etc.), and most of the “group effect” in environmental behavior. That is,
household purchase is much more often done by females than adolescents’ significant peer network could suggest,
by males, green purchasing may be a concept more relevant to cultivate, circulate and reinforce a set of pro-environmental
females than males. values and behavioral norms. Adolescents observe and follow
Since females are socialized to value the needs of others the norms of environmental behavior in their social circles in
more than males, they often possess stronger ethic of care and order to acquire acceptance by other members. The pressure
display more helpful and altruistic behavior (Stern et al., to follow the behavior of the social circle is particularly strong
2005). This other-orientation explains why girls display in adolescents, whereby members have strong desire for social
different patterns in moral development than that of boys in approval and acceptance. This may be particularly the case in
general (Gilligan, 1982): While the male approach to morality the collectivistic Chinese culture, whereby individuals are
is characterized by fairness, individual rights, individual expected to conform to larger social norms (Hofstede, 1980).
autonomy, conflict of rights, hierarchy, logical and abstract If this is true, then green purchasing behavior should carry
thinking, and perceived danger in connection (a “justice some social meanings and functions in Hong Kong adolescent
orientation”), the female approach to morality is consumers.
characterized by care, responsibility, self-in-relationship, Environmental concern was found to be the second top
hurt-avoidance, lateral networks, and fear of lack of predictor of both Hong Kong male and female adolescent
connection (a “responsibility orientation”). consumers. This finding suggests that Hong Kong adolescent
With the responsibility orientation in mind, females are consumers’ green purchasing behavior is more easily triggered
likely to engage in the “post-conventional paradigm” – that is, by an emotional appeal than by a rational statement. That is
the understanding that a connection, or relations involves two to say, green purchasing behavior necessitates emotional
entities (here, human and environment) and that the involvement because environmental protection, by its very
relationship is harmed if either one is snubbed (Gilligan, nature, embeds the ideas of social responsibility, human-
1982). Such paradigm might help facilitate the internalization nature harmony and love of motherland.
of environmental values in females (Gilligan, 1982). This In addition, the characteristics of the adolescent stage
internalization of environmental values might, in turn, explain should also help explain why emotional concern is one of the
why female adolescents scored significantly higher in most important predictors of green purchasing behavior in
environmental attitude, concern, perceived seriousness of this study. Shaffer (1994) suggests that adolescence is a stage
environmental problems, perceived environmental particularly susceptible to emotional appeals. In their study,
responsibility, peer influence and green purchase behavior Messerlian et al. (2005) found that, in social marketing
than male adolescents in Hong Kong. campaigns for gambling prevention, an emotional appeal that
92
portrayed the negative consequences associated with a Applying the results of the present study to the practical
gambling problem was highly endorsed by their adolescent marketing planning, international green marketers are advised
participants. Owens and Nowell (2001) have also found that to consider the following points in future green marketing work:
books with an emotional appeal are particularly effective in First, environmental marketing messages to Hong Kong
facilitating the learning of content among adolescent students. adolescents should contain more emotional appeal than
Since the effectiveness of emotional appeals on adolescents is rational appeal. Messages that entail positive notions that “we
now evidenced, future green marketing messages should be could heal the earth”, “we could make a difference to our
made more emotionally-involving and passion-triggering to environment”, “together, we could help save the world”, “the
young consumers. earth needs you”, “there is something we can do”, or “our every
Perceived environmental responsibility was the third top effort counts” should also be included. Secondly, green
predictor of green purchasing behavior among Hong Kong marketers should identify and target at opinion leaders among
female adolescent consumers. Once again, the present study adolescent peer circles. Buzz marketing campaigns should be
confirms the postulation that females are more likely than directed at encouraging adolescent consumers to spread positive
males to take responsibility for ameliorating environmental personal testimonies or word-of-mouth of good environmental
problems. Zelezny et al. (2000) attributed the gender difference products to their friends in person or via the Internet. Activities
in perceived environmental responsibility to the strong that entail peer-group collaboration and activities to “save the
ecocentric and relational orientations that have been world together” should help facilitate the power of peer
socialized in females since their childhood. Future green networking in circulating positive environmental messages.
marketing messages to female adolescent consumers should The present study also suggests that green marketers need
emphasize individual responsibility to protect the environment. to market their products through gender-based market
In contrast, self identity constituted the third top predictor of segmentation. It would be unwise for green marketers to
green purchasing behavior among the male adolescent presume that what works best for the female adolescent
consumers. Keller (1985) describes the male socialization market also works best for the male adolescent one. As shown
process as a path whereby males learn to acquire a hierarchical in this study, while emphasizing environmental responsibility
and independent social order in order to separate themselves in the marketing messages might work effectively in female
from the world around them. As such, it might be important adolescent consumers, it might not equally well in male
for male adolescents to establish a clear self identity to adolescent consumers. Thus, the importance of a gender-
symbolize independence and social status. A self identity of based market segmentation needs to be acknowledged in
being a moral, ideologically-driven, and environmentally- green marketing.
responsible person might appear particularly appealing to Since the female participants in this study showed a more
male adolescents, who are socialized to desire for social respect readily-favorable cognition, emotion and behavior in
and status. Thus, self identity in environmental protection environmental protection, international green marketers are
constitutes the third top predictor of green purchase behavior advised to first target at Hong Kong female adolescents.
in Hong Kong male adolescent consumers. It should be safe to These female adolescent consumers, due to their relational
argue that the male participants in the present study are and responsibility orientation, are potentially good communal
partially drawn to the extrinsic rewards of green purchasing act. forces for boosting the environmental culture in their social
networks in the society. They may also play the role of opinion
Conclusions leaders to influence their male counterparts in environmental
In view of the dearth of non-Western research on green protection through interpersonal interaction. Marketing
marketing, this paper examines gender differences in green campaigns targeting at Hong Kong female adolescents
purchasing behavior among Hong Kong adolescent should trigger their sympathetic emotions and passions,
consumers. Findings imply that the common approach of emphasize on individual responsibility to protect the
rational appeals is not sufficient to motivate adolescents to environment, and facilitate their peer networking.
make an environmental purchase.
The present study shows that the key to successful green Limitations
marketing among adolescents in Hong Kong lies in the As with any study, the methods in the present study imposed
effective use of emotional appeals in the marketing messages, limits on the generalizability of the results, each of which
peer networking to create word-of-mouth or buzz, and suggest areas of future inquiry. First, adolescent consumers
gender-based market segmentation. are different in many ways from children or adults in other age
groups. For instance, adolescents are highly susceptible to
Managerial implications
emotional appeals. One should be cautious in generalizing the
The study shows that adolescents in Hong Kong (especially
findings of the current study to other age groups or other
female adolescents) display quite a promising market
cultural groups until these findings are replicated. Secondly,
opportunity for green products. International green
all variables were measured self-reportedly. The reliance on
marketers are advised to consider adolescents as one of their
self-reported measures may run the risk of social desirability
potential targeted markets for the following reasons:
effect. Future study should examine the potential impact of
.
they have purchasing power;
subjects’ social desirability bias on their response or include
.
they have influencing power on their parents’ and peers’
some objective assessments of these variables. Third, the
purchase decision;
possible cultural influence suggested in this paper was
.
they welcome new and innovative ideas; and
speculation only. To confirm cultural effects on
.
their anticipated life-span is longer.
environmental variables, one must include collectivistic and
All these imply a potentially great marketing value-return in individualistic measures and test their relationships in future
the long-run. studies.
93
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pp. 220-9.
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pictures: uising picture story books to broaden young Kaman Lee can be contacted at: kamanleekm@cuhk.edu.hk
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No. 1, pp. 33-40.
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Schwartz, S.H. (1977), “Normative influences in altruism”, research undertaken and its results to get the full benefits of the
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95
believe that these higher levels of concern among women are participants were asked to respond to a series of statements
the product of a socialization process that nurtures females to relating to the key factors discussed above.
be more compassionate and helpful than men. Another notion The findings indicated that:
put forward is that women are more oriented towards 1 females rated significantly higher than males in
environmentally-related values. environmental attitude, environmental concern,
perceived seriousness of environmental problems,
Perceived seriousness of environmental problems perceived environmental responsibility, peer influence
Studies to date have largely focused on identifying how and green purchasing behavior;
different cultures perceive environmental issues and 2 males indicated substantially greater levels of self-identity
problems. The suggestion is that perceptions of the local in environmental protection than females;
environment are more negative among Asians than their 3 the top three predictors of green purchasing behavior
Western counterparts. Media representation has been found among male respondents were peer influence,
to influence these perceptions. Limited investigation into the environmental concern and self-identity; and
influence of gender has concluded that females express greater 4 the top three predictors of green purchasing behavior
concerned than males about global warming and other threats among female respondents were peer influence,
to environmental welfare. environmental concern and perceived environmental
Perceived environmental responsibility responsibility.
Awareness of environmental issues has increased significantly
Ideas for marketing and further study
among the population of Hong Kong in recent years. But
According to Kaman, this suggests that:
their sense of personal responsibility remains “generally .
recommendations to buy green will prove most effective
weak” and they are reluctant to make individual sacrifices.

when they are generated among Hong Kong adolescents
Researchers argue that any sense of individual responsibility is
themselves;
likely to be stronger among women than men and this is .
environmental attitudes and behavior may be the product
supported by limited study. A theory with origins in social
of group consensus, which is especially influential within
psychology posits that altruism and caring for others is more
collectivist societies like China;
evident in females and perceived environmental responsibility .
given the influence of environmental concern on both
is inspired by these qualities.
genders, emotional rather than rational appeals may
Peer influence inspire green purchasing. The message should assert that
Many studies have shown peer influence to be particularly the actions of young people can make a difference. Studies
significant among adolescents, in relation to both positive and in other contexts have shown the effect of using emotional
negative behaviors. Pressures to conform to peer-group appeals to adolescents;
expectations impacts on the general purchase behavior of .
messages aimed at female adolescents should focus on
younger consumers. Previous studies have established that accentuating individual responsibility to safeguard the
females are “more susceptible to conformity pressure” since environment; and
they place higher value on equality, harmony and connection .
persuading male adolescents to buy green may be
with others. successful if they are portrayed as ethical individuals with
a propensity towards environmentally-responsible actions.
Self-identity in environmental protection
The argument here is that individuals regard certain activities Study findings reveal Hong Kong adolescents as a viable
as symbolic in that they can shape status or identity, or segment for international green marketers. Such consumers
generate an impression on others. It is suggested that pro- have buying power and possess the ability to influence
environment behavior meets this criteria as it symbolizes purchase behavior of parents and peers. Marketing managers
morality and thoughtfulness. Studies have found that self- should target adolescent opinion leaders and use buzz
identity can inspire environmentally-responsible behavior and marketing to encourage positive word-of-mouth (WOM) in
explains such as intention to recycle. Gender differences in this relation to environmental products. Kaman urges gender-
area have not been explored but earlier research implies that based segmentation based on awareness that different
males are more driven to boost status and respect than females. strategies may be needed for male and female adolescent
consumers. Because of their “relational and responsibility
Green purchasing behavior orientation”, marketers are advised to target female
Previous investigations have suggested environmental adolescents first. The rationale is that their influence may
attitude, affect, knowledge and memory to most influence help a stronger pro-environment culture to evolve.
pro-environmental behavior. Research in the West reveals that The author points out adolescent susceptibility to
eco-friendly behavior and green consumption is substantially emotional appeals and the self-reported nature of measures
more evident among women than men but marketers lack as study limitations. Generalizations should not be drawn
corresponding information about adolescents in Hong Kong. without further research that also examines other age groups
and cultural types.
Study and outcome
The current study involved 6,010 Hong Kong adolescents (A précis of the article “Gender differences in Hong Kong
with an average age of 14.35 years old. Just over half were adolescent consumers’ green purchasing behavior”. Supplied by
female. A questionnaire was issued to secondary schools and Marketing Consultants for Emerald.)
To purchase reprints of this article please e-mail: reprints@emeraldinsight.com

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96
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02-Gender Differences in Hong Kong Adolescent CONS GREEN PURCHS BEHAVIOR

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02-Gender Differences in Hong Kong Adolescent CONS GREEN PURCHS BEHAVIOR

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Gender differences in Hong Kong adolescent consumers' green purchasing behavior

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Keywords Hong Kong, Adolescents, Consumers, Green marketing, Gender

Paper type Research paper

environmental organizations, not me”;

were group-administered the questionnaires in one of their

References Hochschild, A.R. (1989), The Second Shift: Working Parents

No. 4, pp. 389-413. Kotchen, M. and Reiling, S. (2000), “Environmental

International Journal of Consumer Studies, Vol. 31 No. 3, Further reading

pp. 221-79. Growing environmental-consciousness among Western

weak” and they are reluctant to make individual sacrifices.

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